Saylor URL: http://www.saylor.org/books Saylor.org
- Increase readership and level of interest
- Increase time visitors spend on Web site
For the same site, one would expect the following KPIs:
- Length of visit
- Average time spent on Web site
- Percentage of returning visitors
KPIs help you to look at the factors that you can influence. For example, if your goal is to increase
revenue, you could look at ways of increasing your conversion rate (that is the number of visitors who
purchase something). One way of increasing conversion rate could be to offer a discount. So you would
have more sales but probably a lower average order value. Or you could look at ways of increasing the
average order value, so the conversion rate would stay the same, but you increase the revenue from each
conversion.
Once you have established your goals, events, and KPIs, you need to be able to track the data that will help
you analyze how you are performing and how you can optimize your Web site or campaign.
KPIs and events break down the factors and steps that can be influences so as to achieve the goals of the
Web site. They allow you to see on a micro level what is affecting performance on a macro level.
KEY TAKEAWAYS
- The trackability of the Internet allows for analysis at every level of an eMarketing campaign, which should
lead to improved results over time. - Analysis of a Web site has an ultimate goal, which can be broken down into several steps, which are called
events or microconversions. - Each step in the process is called funnel analysis. Each step in the process is an event that can be analyzed
as a conversion point. - Fewer users will engage at each step of the purchase funnel, which is why it’s called a funnel.